I worked at Shopify during this period and their Shop app (the one that helpfully tracks your packages arriving) was a victim of these emails becoming vague.

At the time it felt like a specific reaction to Shopify mining this information to compete. (I have no insider knowledge if they were or were not).

Of course, the answer can be many things -- now it's AI, back then it was 17track, Google, Shopify, etc.